Editor: Tell us about your journey. How did it all start?

My journey into marketing communications isn’t the most conventional one; I originally had my sights set on a career as a lawyer and studied a Bachelor of Laws. There were so many legal texts to read and study at that time. Upon graduation, the lure of travel got the best of me and I worked as a stewardess for Korean Air.

I later returned to my alma mater, Chulalongkorn University in Bangkok, and studied a Master of Arts in European Studies. When I graduated, my friend asked me if I wanted to work at Bangkok’s Marriott hotel by the river, now Anantara, in PR as an Australian woman named Laura Speirs was seeking someone to help her with PR. I thought to myself “I don’t have much experience, I don’t even really know what PR is” but Laura assured me “don’t worry, I’ll teach you” and that was that! Laura was a wonderful mentor and I was given an incredible opportunity to learn so much about international marketing communications and broaden my knowledge and skills across both the local Thai media and international media spheres. I’m still in touch with Laura to this day.

I went on to work as the director of PR and marketing communications at InVision Hospitality and the director of marketing communications at InterContinental Samui Baan Taling Ngam Resort and Anantara Bangkok Riverside Resort & Spa. After an eight-year stint as director of marketing communications at The Okura Prestige Bangkok, I was appointed to my current position as cluster director of marketing communications for both Meliá Koh Samui and Meliá Chiang Mai. Given my original foray into law, my journey is proof that if you’re open to new and wildly different opportunities, they will find you.

Editor: What do you think it takes to succeed in this industry?

As you need to be across so much that is happening, it’s imperative you are a good planner who is well organized and punctual. There are so many deadlines to continuously meet, so you need to be a forward thinker, execute all of your tasks with tenacity and work well under pressure.

It’s also paramount you work well with people and to do that well, you need to understand the other people you work with and how they operate. You must work with others to achieve your organization’s communication deadlines, and this requires good planning through providing deadlines for others and following up with them to ensure everything is on track. You work with a lot of journalists and need to be receptive to their needs as they are also working to tight deadlines.

Marketing communications is very busy and requires long hours; you must do so much work ‘behind the scenes that others don’t see. People view an article online or in print but don’t realize the amount of work invested behind the scenes to plan and execute that piece of communication. We’ve had to brainstorm new ideas and initiatives, conduct research and speak to others to obtain information, write up, for example, a press release, obtain approval for it, pitch it to appropriate media, liaise with media to answer any questions they have and to provide extra materials as requested, and help ensure you meet their publication deadlines, etc.

Editor: What are some of the trends you see impacting Marcom in the hospitality industry?

When I started out in public relations, the media landscape was still dominated by print media. Since then, there’s been a profound change due to the rise of the internet and the proliferation of technology. Nowadays there are so many communication channels at your disposal and the pressure is on to not only to reach your target audiences via as many of these channels as possible but also to ensure your messages effectively cut through all of the competition. Good planning skills must be supported by an in-depth understanding of how the various communication channels work so that you can adapt your marketing activities according to the requirements of a given medium.

When you read something on, for example, Facebook, something else pops up and distracts you. The hardest part is capturing and sustaining your target audiences’ attention as there is just so much noise and everything is moving with such speed. Yet despite working across print, online, social media, group chats, etc, the underlying principles of communication are still the same. You need a compelling hook, angle, and story to cut through. However, a solid grasp on how to present that hook, angle and story effectively according to the platform’s requirements is key.

Building customer loyalty must be at the forefront of everything you do, and it’s getting It’s getting harder and harder to build that base of loyalty. If, for example, high-spending millennials like something, they will spend but they can and do change their minds about things very quickly. You need to understand what resonates with your target audiences and try to see the big picture. People are increasingly concerned about not only their wellness but the health of the globe. It’s good to see that millennials care about sustainability and the environment and are mindful of the impact of their actions.

Editor: What are your top priorities as the Director of Marketing Communications?

My top priorities are to maintain a high profile and positive reputation for both Meliá Koh Samui and Meliá Chiang Mai, based on the right messaging to domestic and international markets.

Meliá Koh Samui is the first Meliá Hotels International property to debut in Thailand. It opened on January 10, 2020, just before the onset of the global pandemic. Together with the team, I am focused on continuing to build upon its successful launch and further establishing its reputation in Thailand and beyond.

Meliá Chiang Mai is scheduled to open by November 1 this year. It will be the first five-star hotel to open in Chiang Mai since the pandemic, so it is generating much-needed jobs and is also providing a morale boost to the battered local tourism industry. A top priority is communicating about our urban hotel’s upcoming launch and how it is another flagship property under a strategic roll-out of the Meliá brand in key destinations across Thailand.

Editor: Two things you would like to change in the industry.

I try my best to educate people about what public relations is, as there seems to be some confusion surrounding it. I hinted at this earlier in my response about the work invested behind the scenes to produce an article; it takes time and effort to do the job well.

Also, it used to be very common for people to read a newspaper and magazine from front to back, and truly absorb a lot of information about particular topics. With people quickly flicking through their social media feeds, we don’t seem to be absorbing information like we used to. Rather than being constantly on our phones, let’s absorb what’s really going around us by taking a step back and enjoying some quality time with loved ones, on a relaxing beach, or somewhere good for the soul.

Editor: What can we expect from the properties in the coming year?

We can’t help but be optimistic about the future. We expect to see a recovery from COVID-19 and to welcome domestic and international visitors to both Meliá Chiang Mai and Meliá Koh Samui. We are looking incredibly forward to what a recovery brings to Chiang Mai, Koh Samui, and ultimately Thailand. There’s already light at the end of the tunnel with the Samui Plus program and, as vaccines are rolled out in Thailand and globally, pent-up demand for travel will see people travel to Thailand and enjoy everything our country has to offer including friendly people, delectable cuisine, rich history and culture, compelling architecture and stunning beaches and natural scenery.

We’re genuinely excited about the upcoming launch of Meliá Chiang Mai. As I said earlier, it’s the first five-star hotel to open since the onset of the global pandemic and it has so much to offer. Situated on vibrant Charoen Prathet Road, located near a broad spectrum of tourist attractions, markets, and Buddhist temples, Meliá Chiang Mai’s pièce de résistance will be a 360-degree rooftop bar – the highest in the city – on the 22nd floor named ‘Mai The Sky Bar’. Featuring two bars connected by a glass bridge, the bar will offer spectacular views of the River Ping to the city’s east and the famed Doi Suthep Temple on the mountaintop to the west. The rooftop bar’s panoramic views will be unsurpassed; you will feel like you’re on top of the world. Our rooftop bar will be so unique and is set to be a must on any itinerary of Chiang Mai.

As Meliá Koh Samui opened just before the onset of the global pandemic, our resort is eagerly awaiting more tourists to explore the beauty of Koh Samui as Thailand moves to become increasingly open to the world. Meliá Koh Samui has many standout attributes, including its prime position overlooking secluded Choeng Mon Beach, 700m-long lagoon pool that meanders through the resort’s lush grounds like a river, and elegant two-story “boat suites” made from meticulously refurbished merchant vessels that are more than 100 years old and once plied the waters of the Gulf of Thailand.

Exclusive Interviews

Exclusive Interview | Vipasiri Napawongdee, Cluster Director of Marketing Communications

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